Merrick names Carmichael Lynch Spong its first AOR

MINNEAPOLIS: Merrick Pet Care has appointed Carmichael Lynch Spong as its first AOR after an RFP.

MINNEAPOLIS: Merrick Pet Care has appointed Carmichael Lynch Spong as its first AOR after an RFP.

Four agencies competed in the review, said Carolyn Hanigan, VP of marketing at Merrick. She declined to name the other firms.

The company selected Carmichael because of its experience integrating pets into creative work for other clients like Subaru of America, said Hanigan. She added that Merrick was impressed by the agency because it works with the Animal Humane Society, as well.

“I think they can help me make people fall in love with our brand, and today that's what it's all about,” Hanigan explained. “People fall in love with brands, and then they share their experiences.”

Hanigan said the company was also impressed by Carmichael's creative idea development and how the firm can get messages to “socially spread.”

The agency will handle Merrick's communications platform, helping to raise awareness of the brand, increase brand advocacy, and engage influencers, including veterinarians, dog trainers, and dog walkers, said Hanigan. Carmichael will also create strategies for Merrick's social media and digital efforts.